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When a sex shop opened its doors in the middle of a quaint cathedral city, one might have thought that residents would be the first to complain.

But after the owner of Erotica-Belle in Salisbury was ordered to cover up his windows, he received some surprise support.

Locals rallied around Jonathan Spencer, claiming that the store’s display, which often features seductive outfits and erotic toys, was one of the best in town.

We seem to be demonised by the council and looked down upon like we are some illegitimate businessJonathan Spencer

Their call for it to be reinstated came after Mr Spencer claimed he was forced to spend £1,800 blacking out the window of the shop - described online as Salisbury’s number one adult store - having been sent an order from the council.

He complained that rival store Ann Summers - located half a mile down the road in the city's shopping centre - had been allowed to keep displaying lingerie in their windows.

Typical displays at Mr Spencer’s store, which also boasts a “discreet rear entrance” at the back, are understood to have included suggestive posters and phrases, as well as erotic toys and lingerie.

One display was based on a seaside theme, with “ahoy sexy” and “hello sailor” stickers in the window.

Speaking after the order was made, Mr Spencer said: “My shops operate within the law. We seem to be demonised by the council and looked down upon like we are some illegitimate business. They are restricting my human right to earn an honest living.”

He has now been backed by residents who said the displays had “cheered up a very dreary end of Fisherton Street”.

One resident praised Erotica-Belle online and said the shop had been “producing lovely seasonal window displays for the past three years”.

“I would go as far as saying the best dressed shop in the town,” a post said. “They have always been really good at being tastefully provocative.

“I want to complain about the complainants trying to bring everyone down into their grey view of the world and stop this bloke making a living.”

Another said: “We are going to be a ghost town if all the proud and hardworking business leave if they are not protected... I live here and want our city to be lively.” Others called for Ann Summers to be subjected to the same rules.

Matthew Dean, a city councillor for the area, said he had passed on a complaint from a resident to Wiltshire Council about the suitability of the display, but had not requested a blackout.

Having seen the new window, he said he was “very disappointed” with the outcome and urged the council and Mr Spencer to work together to reach a compromise.

Richard Clewer, the Wiltshire councillor for the area, also said that while some people may be embarrassed by the display, it was no worse than other shops in the city.

The shop was legal and he would rather a window display than a “seedy blacked out front”, he added.

The decision was made by the council after some residents organised a protest petition when Mr Spencer took over the shop and modernised it three years ago.

The owners would like to apologise for the shop looking like an 80s sleazy sex jointErotica-Belle

He was initially allowed to keep the display. But after renewed complaints, the council forced him to black out the window, claiming an “administrative error” had been the reason he had been granted a licence in the first place.

In reaction to the council’s order, the window is now completely blacked out with “licensed sex shop” written in large white letters across the front.

Underneath, it states: “The owners would like to apologise for the shop looking like an 80s sleazy sex joint but the council has forced us to black out our windows. We would like a pretty window like our other shops.”

The company is also using the hashtag “sexy not sleazy” to promote its cause.

A Wiltshire Council spokesman said: “We deal with all issues regarding licensed premises in the same professional manner. It is important we are consistent and ensure all licensed premises adhere to their license conditions.”

On the Government website, it states that licence conditions for a sex shop may include restrictions on opening hours, shop displays, advertisements and how visible the interior of the shop is from outside.